7. 7
FORGET WHAT WE KNOW
Adopt a way of winning in this new context, and
embrace the approach and tools that allow us to
think and react quickly
BUT HOW?
9. 9
We are competing against stronger
security focused providers, cable and
telcos, technology companies, and
innovative service providers.
This requires new strategies
to defend the core and compete.
COMPETITIVE PRESSURES
10. 10
ADT.com conversion rate (visit to lead) has
diminished over the last 3 years due to
competition, consumer expectations and sales
execution. We’ve stabilized that negative trend
through ‘visual’ A/B testing, but it’s not enough.
CONSUMERS ARE EMPOWERED WITH OPTIONS
11. 11
We need to do more, with less, faster
and smarter then ever before in order to
succeed in the new landscape.
MORE NEEDS THEN EVER
12. A FAMILIAR JOURNEY
need to
change
peak of inflated
expectations
trough of
disillusionment
slope of
enlightenment
plateau of
productivity
Audi operates on the plateau of productivity and has stated that their continuous delivery approach revolutionized
the way they plan and evolve their digital marketing and platforms.
13. A FAMILIAR JOURNEY
Audi has stated that their continuous delivery approach revolutionized
the way they plan and evolve their digital marketing and platforms.
15. 15
Individuals and interactions over processes and tools
Tangible work product over comprehensive documentation
Teams and collaboration over meetings and presentations
Responding to change over following a rigid plan
While there is value in the items on the right,
we value the items on the left more.
AGILE APPROACH PHILOSOPHY
16. 16
Our New Process
• We will leverage broad expertise….
• ADT LOB Leads
• ADT Marketing Leads & Teams
• ADT Information Technology Leads & Teams
• Sapient Marketing Services
• Sapient Development and Support Services
• In a connected and predictable process
• Weekly operations meetings with representation from each group
• Daily stand up meetings with tactical teams
• Working in predictable sprints
• Set capacity with the ability to “burst” when needed
19. 19
We worked to curb a more recent and significant drop in site conversion evan
as site traffic increased.
From our aggressive testing a hypothesis grew that the problem isn’t
visual, the problem is empathy, that current UX isn’t answering changing
consumer expectations or meeting their needs.
So we ran a test of our current UX vs a very compact, concise UX.
A FUNDAMENTAL ISSUE
20.
21. Leads up
41%
With prospect vs. customer
mix consistent across both
experiences
Record call to
phone leads
consistent
23. 23
The User Interface (flow-navigation) & Content
need to be completely redesigned based on VOC.
However, we’re going to do things different
to get to the right answer.
We’re going to let the data tell us the truth.
CONCLUSION
24. The traditional process for full redesigns can be time
and capital intensive, yet still risky.
⟩
Develop
Designs
Highest diversity
of approaches
Select a
Design
Limited diversity.
Opinions from
stakeholders and
partners
Usability
Test(s)
Simulated
situations, limited
sample
sizes, confirmation
bias
Full
Development
Time, resource, an
d capital intensive
Launch a
Site
First look at
real-world
performance
⟩ ⟩ ⟩
24
9-12 month timeline, single release, subjective / qualitative design process
25. 25
We are taking a drastically different approach in order to
accelerate time-to-market and gather insights faster.
⟩
Develop Multiple
Paradigms
Focus on true
diversity, based on
research and best
practices
Launch Multiple
Sites
Limited but functional
sites that test major
paradigms against real
users
Distill
Insights, Design
Winner(s)
Optimize / combine
/extend, based on
actual results
Expand and
Operationalize
Build the full platform
on top of a system with
proven conversion
capabilities
⟩ ⟩
2-4 month timeline, multiple releases, objective, quantitative design process
27. 27
User Research Underway
• Internal Research
• Desk Research
• Segmentation Study
• User Testing & Interviews
• Live Chat Disposition
• Call Disposition
29. 29
HOW ADT.COM IS CURRENTLY ANSWERING
BRAND RESPONSE DIRECT RESPONSEBRAND
How are we currently answering their needs?
30. 30
To address these gaps, our first
priority will be to create small, static
sites that answer these questions
better and allow us to test.
31. 31
We’ll then use our learnings to build
an enterprise-level, modular and
dynamic platform. Our focus will shift
to enabling scalability and improving
operational efficiencies.
